Apple has apparently grown tired of playing nice with the incumbent cable providers. Unnamed sources tell Quartz that the company has started employing “a new strategy of talking directly to content providers” for a long-discussed Internet television service after “years of halting negotiations with cable companies haven’t gotten Apple much closer to its grand vision for television.” Quartz says that Apple is now in talks with HBO, ESPN and Viacom to bring content to a future online television platform that would presumably compete with incumbent cable providers.

Specifically, Quartz’s sources claim that “Apple’s strategy could include forming its own pay TV service, essentially becoming a cable company itself, except with content delivered entirely over the internet,” similar to what Google and Intel have been trying to do. No agreement appears imminent, however, and Quartz says that right now talks are going on between content providers and multiple tech companies for potential Internet television services.